What if you could create raving fans from your business by just using a few simple words. Sounds great, right?
The fact of the matter is that your message is the most important part of your business.
Without the message, you can’t tap into what people really want and it wouldn’t matter how great your product or your service is. In fact, throughout history, it’s never been the best product or service that wins. It’s the best message.
You need to spend most of your time on your marketing strategy and perfecting your pitch. Without that pitch, it doesn’t matter what you’re selling. People have to understand what’s in it for them.
One of the biggest mistakes that I see, especially new nurses or new nursepreneurs make, is that they want to give patients or clients what they need.
They want to give clients what they need and don’t focus on what the person really wants. This is a massive mistake.This is a huge mistake and it’s one of the biggest reasons that somebody would be unsuccessful and fail their business.
So, you have to really look at what it is that they’re saying that they want.
Let’s say that a group of people get diagnosed with CHF. It’s not that they want to change their life but rather they don’t want to necessarily have complications from CHF.
But you know what they need, and tell them that they have to redo everything in their life. People don’t want to hear that they need a 15-week lifestyle change program. That’s just really overwhelming and you’ll shut people down and they’re not going to want to work with you.
What you really want to do is talk to your audience and find out what it is that they’re saying.
What do they want?
Those are the words that you lead with. You give them what they need, but you sell them what they want. So, if they want to have pizza and they’re in CHF, then you say you sell pizza, but you sell them pizza that’s actually good for CHF patients. You need to sell them what it is that they want.
A great example of this was my student GG who was doing a webinar, and when she first put it out, she wanted to attract nurses who were interested in working as a corporate nurse consultant.
The first time that she put it out there nobody responded to it because she was generic and people didn’t understand what it is that she was offering. So we tweaked her pitch and when she put it out there again she had 80 people sign up for that webinar.
That was a huge number by industry standards. 80 people signed up for a webinar with no paid traffic or paid advertisement. All it took was just a tweak in the messaging.
So the key message here is, you have to work on your pitch.You have to work on what it is that your audience wants. And in order to know what works for your audience, you need to hang out with them. You need to be in their groups.
You need to listen to what they’re saying. You can create your program around what they need, but you have to sell them on what they want. And in order to know what they want, you have to talk to them, you have to do interviews, surveys, and all kinds of different market research with your audience.